Commercials 30
bold feeling good, feeling bold agency GREY LONDON music 2110 MUSIC
Towards the end of last year, music and sound design company 2110 Music pitched against several other music houses for the campaign tune for Bold, which was going to be used for the foreseeable future. “The original brief was to create a happy, positive, recognisable tune that would get people thinking of Bold,” says 2110 Music producer Sascha Darroch-Davies. “We submitted eight demos that were all in a major key and were positive and feel good, but all had different melodies.”
“The agency really liked one melody in particular, but wanted the song (which at the time had guitars and percussion) to sound home made,” says Darroch-Davies. “So we did a version with as many human noises as we could. We totally re-worked it, stripping most of the instruments out and recreated it using about 80% human noise. There’s a recorder in there as it still needs to be tune-based.” The first outing for the tune was on the Feeling Good, Feeling Boldspot, and it has since been used on three other Bold commercials for radio, cinema and online, each time using a newly re- orchestrated version. Meanwhile, 2110 is working on another few variants of the music: “There’s another version in research at the moment. The brief is to make it more acoustic and very natural sounding, with a clear melody but not sounding over composed,” says Darroch-Davies. “And there’s one that’s going on air next month that’s more about adults, so is more classy and less payful, and has more of a premium feel. This one has a piano and tinkling bells. As long as the client and agency are happy with the tune, we’ll be able to keep creating new versions.” 2110 has retained the rights to the tune, which, with the repeated use of the music on the different spots, is already paying dividends. “They wanted to buy it off us but it has huge value in PRS royalties,” explains Darroch-Davies. “Budgets are tumbling massively and PRS is one area we can recoup costs.”
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www.televisual.com I November 10
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